Absolute Radio is one of the UKs leading national commercial networks. They came to Thinkfarm because of our long history in visual branding for radio and our deep experience working for some of the biggest names in British rock and pop. Most importantly, the Absolute team felt the time was right to start telling a punchy story through brand messaging that worked to reinforce the forthright attitude their name represents.
Following a 5 month brand research and insight project with respondents across trade, current listeners, core potential audience, market survey and national focus groups, Absolute decided one a two-pronged marketing strategy of affirming what they play for existing audience, through a brand marketing campaign to get new listeners to try the brand.
Our creative response was to be direct. ‘Real Music Matters” is a ruthlessly simple brand messaging and positioning that delivers a marketing campaign slogan that Absolute can use to share a belief with its audience. They’re a generation for whom music preference is an attitude – a defining part of their personality – whatever their current age.
We created a super-simple, direct visual language, based on the immediacy of a graffiti-style, politicised brand marketing campaign lettering and turned this into a custom-owned typeface. This, combined with a colour palette that evoked an ‘indie-punk’ ethic, let us design a set of posters, animations, full-page national magazine and digital media ads with a strong, direct ‘cut-though’ to the brand messaging.
Please visit the website at: www.absoluteradio.co.uk